Question 1

Facebook is

Accepted Answer

A)  a popular website where users may create a personal profile; add other users as friends; and exchange comments, photos, videos, and "likes" with them. 
B)  a website that enables users to send and receive "tweets," messages up to 280 characters long. 
C)  a business-oriented website that lets users post their professional profiles to connect to a network of businesspeople. 
D)  a video-sharing website in which users can upload, distribute, view, and comment on videos. 
E)  a virtual content-sharing social network that allows people to share images of their favorite things such as clothing, craft ideas, and recipes as well as enables them to categorize these images. 
A)  a popular website where users may create a personal profile; add other users as friends; and exchange comments, photos, videos, and "likes" with them. 
B)  a website that enables users to send and receive "tweets," messages up to 280 characters long. 
C)  a business-oriented website that lets users post their professional profiles to connect to a network of businesspeople. 
D)  a video-sharing website in which users can upload, distribute, view, and comment on videos. 
E)  a virtual content-sharing social network that allows people to share images of their favorite things such as clothing, craft ideas, and recipes as well as enables them to categorize these images.

Question 2

As a performance measure for social networks, the number of page views divided by visitors in a given time period is referred to as

Accepted Answer

A)  gross page views. 
B)  the average page views per visitor. 
C)  average website hits. 
D)  the average website view rate. 
E)  the overall interaction rate. 
A)  gross page views. 
B)  the average page views per visitor. 
C)  average website hits. 
D)  the average website view rate. 
E)  the overall interaction rate.

Question 3

While both traditional media and social media can reach either a large audience or a niche audience, social media are different from traditional media because

Accepted Answer

A)  production of traditional media often requires specialized skills and a team of people. 
B)  social media are rejected by older and less affluent target markets. 
C)  social media usually involves an extensive time lag. 
D)  social media are relatively expensive to produce. 
E)  the content of social media cannot be altered after publication. 
A)  production of traditional media often requires specialized skills and a team of people. 
B)  social media are rejected by older and less affluent target markets. 
C)  social media usually involves an extensive time lag. 
D)  social media are relatively expensive to produce. 
E)  the content of social media cannot be altered after publication.

Question 4

Figure 20-1
-One dimension, ________, is used to classify social media and is shown above in Figure 20-1 on the y-axis, ranging from "impersonal" to "very personal."

Accepted Answer

A)  user-generated content 
B)  technical skill 
C)  self-disclosure 
D)  media richness 
E)  channel 
A)  user-generated content 
B)  technical skill 
C)  self-disclosure 
D)  media richness 
E)  channel

Question 5

Smart systems are

Accepted Answer

A)  technology- and data-based networks that trigger actions by sensing changes in the real or digital world. 
B)  highly organized social media campaigns that use avatars to promote a brand. 
C)  social networking sites that allow for people to keep in touch with photos, videos, and short-text entries. 
D)  financially successful social networking sites. 
E)  programs that provide measures of an ad's success on social networking sites. 
A)  technology- and data-based networks that trigger actions by sensing changes in the real or digital world. 
B)  highly organized social media campaigns that use avatars to promote a brand. 
C)  social networking sites that allow for people to keep in touch with photos, videos, and short-text entries. 
D)  financially successful social networking sites. 
E)  programs that provide measures of an ad's success on social networking sites.

Question 6

Where a social network following comes from-with fans coming from a friend being more valuable than those coming from an ad-is referred to as a

Accepted Answer

A)  vlogger. 
B)  friend domain. 
C)  fan source. 
D)  fan base. 
E)  friend pool. 
A)  vlogger. 
B)  friend domain. 
C)  fan source. 
D)  fan base. 
E)  friend pool.

Question 7

Online media where users submit comments, photos, and videos, often accompanied by a feedback process to identify popular topics are called

Accepted Answer

A)  rich media. 
B)  Facebook. 
C)  avatar media. 
D)  social media. 
E)  feedback loops. 
A)  rich media. 
B)  Facebook. 
C)  avatar media. 
D)  social media. 
E)  feedback loops.

Question 8

All of these are differences between social and traditional media exceptwhich?

Accepted Answer

A)  the training and skills required to produce the media 
B)  the permanence of the media 
C)  the formation of credibility for the media 
D)  the ability to reach a mass or specialized market segment 
E)  the time to delivery of the media 
A)  the training and skills required to produce the media 
B)  the permanence of the media 
C)  the formation of credibility for the media 
D)  the ability to reach a mass or specialized market segment 
E)  the time to delivery of the media

Question 9

What are apps and what significance do they have with respect to convergence of the real and digital worlds?

Accepted Answer

The apps for smartphones are acceleratin

Question 10

The product like cycle is of most concern for which app?

Accepted Answer

A)  Pandora 
B)  Pinterest 
C)  Angry Birds 
D)  Netflix 
E)  Bank of America 
A)  Pandora 
B)  Pinterest 
C)  Angry Birds 
D)  Netflix 
E)  Bank of America

Question 11

After Michael Drysch made his phenomenal hook shot in the Carmex Half-Court Hero promotion, the footage went viral and earned Carmex over 500 million media impressions across TV, print, online, and social media. The lesson here is to

Accepted Answer

A)  focus efforts on gaining YouTube views. 
B)  ensure that social media does not explore controversial topics. 
C)  look for ways to maximize social media because of its reach with younger audiences. 
D)  match social media content with important social media influencers like LeBron James. 
E)  focus efforts on sports-related media such as ESPN.com. 
A)  focus efforts on gaining YouTube views. 
B)  ensure that social media does not explore controversial topics. 
C)  look for ways to maximize social media because of its reach with younger audiences. 
D)  match social media content with important social media influencers like LeBron James. 
E)  focus efforts on sports-related media such as ESPN.com.

Question 12

The social network primarily used for professional networking and job searching is

Accepted Answer

A)  Twitter. 
B)  LinkedIn. 
C)  Facebook. 
D)  YouTube. 
E)  Facetime. 
A)  Twitter. 
B)  LinkedIn. 
C)  Facebook. 
D)  YouTube. 
E)  Facetime.

Question 13

The ________ measure most closely ties the cost of the social media ad to the sales revenues the ad generates.

Accepted Answer

A)  cost-per-click 
B)  cost-per-thousand 
C)  fixed-fee-rate 
D)  cost-per-view 
E)  cost-per-action 
A)  cost-per-click 
B)  cost-per-thousand 
C)  fixed-fee-rate 
D)  cost-per-view 
E)  cost-per-action

Question 14

All of these statements about user-generated content (UGC) are true exceptwhich?

Accepted Answer

A)  UGC is published on a publicly accessible website and created by end users. 
B)  UGC includes reposting an article found in a newspaper or magazine without editing. 
C)  UGC is consumer-generated by an individual outside of a professional or commercial organization. 
D)  UGC shows a significant degree of creative effort. 
E)  UGC is not simply e-mail, but is published on a publicly accessible website. 
A)  UGC is published on a publicly accessible website and created by end users. 
B)  UGC includes reposting an article found in a newspaper or magazine without editing. 
C)  UGC is consumer-generated by an individual outside of a professional or commercial organization. 
D)  UGC shows a significant degree of creative effort. 
E)  UGC is not simply e-mail, but is published on a publicly accessible website.

Question 15

As a performance measure for social networks, share of voice is

Accepted Answer

A)  the number of comments users are making on a product or a brand. 
B)  the percentage of comments users are making on the unique videos posted about a product or brand. 
C)  the brand's percentage of all the online social media chatter related to a product category or topic. 
D)  the number of users tweeting about a brand or product. 
E)  the number of users chatting online about a brand or product. 
A)  the number of comments users are making on a product or a brand. 
B)  the percentage of comments users are making on the unique videos posted about a product or brand. 
C)  the brand's percentage of all the online social media chatter related to a product category or topic. 
D)  the number of users tweeting about a brand or product. 
E)  the number of users chatting online about a brand or product.

Question 16

On social media, the customer engagement rate can be calculated as the ________ divided by the total number of impressions or followers, as applicable to the site being measured.

Accepted Answer

A)  number of purchases 
B)  level of awareness times 100 
C)  number of paying customers in the last year 
D)  total number of customer actions 
E)  number of different messages used as content 
A)  number of purchases 
B)  level of awareness times 100 
C)  number of paying customers in the last year 
D)  total number of customer actions 
E)  number of different messages used as content

Question 17

Social media can be classified based on ________ and

Accepted Answer

A)  web browsers; apps. 
B)  user-generated content (UG
C) ; marketer-generated content (MG
C) . 
C)  blogs; wikis. 
D)  textual complexity; visual depth. 
E)  media richness; self-disclosure. 
A)  web browsers; apps. 
B)  user-generated content (UG
C) ; marketer-generated content (MG
C) . 
C)  blogs; wikis. 
D)  textual complexity; visual depth. 
E)  media richness; self-disclosure.

Question 18

A single social media site with millions of users interacting with each other, like Facebook, Twitter, LinkedIn, and Instagram, is referred to as

Accepted Answer

A)  a social network. 
B)  a chat room. 
C)  an electronic medium. 
D)  a social medium. 
E)  a feedback medium. 
A)  a social network. 
B)  a chat room. 
C)  an electronic medium. 
D)  a social medium. 
E)  a feedback medium.

Question 19

The greatest concern consumers may have regarding the convergence of the real and digital worlds is

Accepted Answer

A)  the elimination of traditional media; all media will become digital. 
B)  a decreased emphasis on measuring the marketing return on investment for social media initiatives. 
C)  the interference with personal privacy as personal data gets shared within and across social media. 
D)  the proliferation of ads and sponsored stories on social networking sites that reduce click-through rates. 
E)  the absence of digital cash to complete the near field communication transaction process. 
A)  the elimination of traditional media; all media will become digital. 
B)  a decreased emphasis on measuring the marketing return on investment for social media initiatives. 
C)  the interference with personal privacy as personal data gets shared within and across social media. 
D)  the proliferation of ads and sponsored stories on social networking sites that reduce click-through rates. 
E)  the absence of digital cash to complete the near field communication transaction process.

Question 20

Each of these are widely used social networks discussed in the text based on their impact on both consumers and organizations exceptwhich?

Accepted Answer

A)  Twitter 
B)  YouTube 
C)  Facebook 
D)  LinkedIn 
E)  Snapchat 
A)  Twitter 
B)  YouTube 
C)  Facebook 
D)  LinkedIn 
E)  Snapchat

Exam 20: Personal Selling and Sales Management

Facebook is

As a performance measure for social networks, the number of page views divided by visitors in a given time period is referred to as

While both traditional media and social media can reach either a large audience or a niche audience, social media are different from traditional media because

Figure 20-1 -One dimension, ________, is used to classify social media and is shown above in Figure 20-1 on the y-axis, ranging from "impersonal" to "very personal."

Smart systems are

Where a social network following comes from-with fans coming from a friend being more valuable than those coming from an ad-is referred to as a

Online media where users submit comments, photos, and videos, often accompanied by a feedback process to identify popular topics are called

All of these are differences between social and traditional media exceptwhich?

What are apps and what significance do they have with respect to convergence of the real and digital worlds?

The product like cycle is of most concern for which app?

After Michael Drysch made his phenomenal hook shot in the Carmex Half-Court Hero promotion, the footage went viral and earned Carmex over 500 million media impressions across TV, print, online, and social media. The lesson here is to

The social network primarily used for professional networking and job searching is

The ________ measure most closely ties the cost of the social media ad to the sales revenues the ad generates.

All of these statements about user-generated content (UGC) are true exceptwhich?

As a performance measure for social networks, share of voice is

On social media, the customer engagement rate can be calculated as the ________ divided by the total number of impressions or followers, as applicable to the site being measured.

Social media can be classified based on ________ and

A single social media site with millions of users interacting with each other, like Facebook, Twitter, LinkedIn, and Instagram, is referred to as

The greatest concern consumers may have regarding the convergence of the real and digital worlds is

Each of these are widely used social networks discussed in the text based on their impact on both consumers and organizations exceptwhich?

Creating Customer Relationships and Value Through Marketing

Developing Successful Organizational and Marketing Strategies

Scanning the Marketing Environment

Ethical and Social Responsibility for Sustainable Marketing

Understanding Consumer Behavior

Understanding Organizations As Customers

Understanding and Reaching Global Consumers and Markets

Marketing Research: From Customer Insights to Actions

Market Segmentation, Targeting, and Positioning

Developing New Products and Services

Managing Successful Products, Services, and Brands

Services Marketing

Building the Price Foundation

Arriving at the Final Price

Managing Marketing Channels and Supply Chains

Retailing and Wholesaling

Integrated Marketing Communications and Direct Marketing

Advertising, Sales Promotion, and Public Relations

Using Social Media and Mobile Marketing to Connect With Consumers

Implementing Interactive and Multi-Channel Marketing

Pulling It All Together: the Strategic Marketing Proces

Building an Effective Marketing Plan

Financial Aspects of Marketing

Filters